The media investment company is responsible for nearly US$48 billion in annual media investment through various agencies.
Advertising media company GroupM has launched an inaugural study on the media landscape in Africa which aims to provide insights on trends and knowledge of the sector and how it affects investment, governance, local business, and economies.
GroupM sub-Saharan Africa CEO Federico De Nardis said: “Many companies – both those already on the continent and those wishing to reach consumers and businesses across Africa – often struggle to find consistent and reliable information which gives a clear understanding of the media landscape.Data shows that sub-Saharan Africa hosts 17% of the world population, but only represents 2% of gross domestic product and even less when looking at advertising investment, which is US$2.6 billion or 0.
“Access to the internet also accounts for a large growth in the media landscape, however, internet use is restricted by high data prices in various regions.” GroupM said media growth in Africa was a contributing factor to deepening democratic processes, with political uncertainty dominating the business headlines in recent years where heightened tensions saw a military coup in Zimbabwe, a widely disputed election in Kenya and highly contested elections in South Africa and Nigeria.
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